Teradata University Network Targets Skill Shortage in Marketing Analytics
Data analytics consultancy Teradata has launched the Teradata University Network, aimed at addressing the global shortage of workers with analytical expertise who help marketers make data-driven decisions.
Analytics is a crucial aspect of the loyalty marketing equation. Marketers use customer-derived data to manage marketing activities, gain insights into customer expectations and manage communications. Numerous studies conducted by McKinsey & Co and Accenture, among others, confirm the suspected shortage of skilled professionals in this field.
"Using analytics to support a data-driven marketing strategy is now standard in many companies and we need to prepare our students to have relevant skills by teaching them how to identify and understand trends, patterns, and hidden insights and apply them in business," Camille Schuster, professor in the College of Business Administration at California State University, San Marcos, and member of the executive board at Teradata, said in a press release.
The web-based Teradata University Network will give faculty and students access to curriculum on dozens of marketing analytics topics, as well as access to Teradata’s integrated marketing cloud services. The curriculum includes hands-on assignments, real-world case studies, articles, white papers and infographics.